Intuit Quickbooks Enterprise (QBES) is a premier accounting software product whose marketing team uses web analytics data to optimize customer journey performance to drive product sales. As a B2B accounting solution focused on small and medium businesses, the need to understand specific audience behavior is key to optimizing the website experience for their customers. Intuit has a strong culture of testing and its website is hyper optimized, following industry best-practices. QBES partnered with the Concord A/B Testing team to unearth key insights that lead to winning experiments and increased conversion rate optimization.
Concord took a two-part approach to our partnership with the Quickbooks team using Adobe Analytics, and Heatmap analysis tools such as Decibel Insight and Clicktale.
1. Analysis: Concord used heatmap tools and Adobe Analytics to determine where there was the most churn in the funnel, even going so far as to discover which form fields may be causing hesitation from site visitors and which high-impact pages were buried in the top navigation.
2. A/B Testing: Using the insights provided from the analysis, the A/B Testing and client team partnered to create a one-quarter roadmap that focused on reducing friction and eliminating analysis paralysis wherever it may exist in the customer journey.
By leveraging Concord’s A/B Testing framework, the IDEA method, the team was able to discover real friction points and partner with the organization to remove them. Within two quarters, Concord and QBES saw a multi-million dollar increase in customer lifetime value.
Concord continues to partner with the QBES team to optimize customer experiences on the site and help visitors find information they need to make purchasing decisions. This team continues to have a testing mindset and is always looking for the next “winning idea” to optimize the customer journey. Every test provides insights and learnings to iterate for new experiences, often running multiple tests simultaneously, and the results positively affect KPIs.
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